UBX Integration - CAKEIBM UBX + CAKE • CAKE provides UBX subscriber endpoints (e.g., Silverpop)...

UBX Integrationad:tech NYC 2015

•  Marketers deploy and manage a wide range of marketing and advertising technologies

•  It is rare for each of these technologies to communicate consumer data

•  It is a hassle for marketers to request that their IT teams integrate these technologies

Problem: fragmented technologies

Solution: UBX opens the communication

CONNECTMarketers can quickly connect applications and tools enabling decision-making based upon the complete picture

SHAREUBX allows a single data exchange endpoint creating an open cloud for technologies to share consumer data

ANALYZEPre-defined event types allow every platform to collect and leverage data

What is CAKE?•  CAKE tracks marketing efforts

across multiple channels including search, social, display, mobile, email, video, direct, affiliate and more

•  CAKE allows marketers to view source performance and cost data, thus enabling them to optimize their digital spend

•  CAKE integrations include Adwords, Bing, Facebook, Marketo and Silverpop

IBM UBX + CAKE

•  CAKE provides UBX subscriber endpoints (e.g., Silverpop) with channel, source, campaign, device, cost and interaction data

•  Automates actions taken by other technology and sets triggers for acquiring consumers

•  Gives marketers insights into how multiple channels affect other marketing efforts

Example Use Case

STEP 1The consumer fills out a Silverpop form on a marketer’s website identifying interest in FHA loans. This event is also tracked by CAKE.

STEP 2The consumer begins to receive FHA loan information through the marketer’s Silverpop email���drip campaign.

STEP 3Realizing that they are not eligible for an FHA loan, the consumer searches and clicks a CAKE-tracked link to the same marketer’s site for conventional loans.

STEP 4The second consumer event, which is also tracked by CAKE, is shared to Silverpop through IBM UBX.

STEP 5The consumer now receives conventional loan emails from the marketer’s Silverpop drip campaign and applies for a loan.